The Ideal Length for Instagram, Facebook, Twitter, & LinkedIn Posts
When it comes to writing text for your blog and social media posts, many marketers wonder, “But what’s the character limit?”
It’s never a simple question — sometimes, it’s answered by parameters established by certain channels. And on other occasions, it’s more a question of what’s ideal.
For example, you probably know the character limit for a tweet is 140, but did you know that the ideal length is actually less than that? (Hold tight — we’ll explain why.)
While we’ve written before about optimizing your actual content, we thought it would be helpful to gather the numbers of character limits — both enforced and ideal — for different online channels, all in one place.
Below, you’ll find a more detailed guide to character limits and ideal character counts for posts on your blog, Facebook, Twitter, LinkedIn, Instagram, SnapChat, and YouTube.
The Length & Character Count for Everything on the Internet
For Moz’s title tag tool, type in your headline and the tool will show you how it would appear in Google results.
Then, there’s optimizing your title for social sharing. On Twitter, for example, consider that each tweet has a limit of 280 characters — however, if you include an image, that doesn’t count toward the limit.
But consider that even the average shortened URL takes up about 23 characters — that leaves you with about 257 characters left for the title and any accompanying text.
In our own analysis at HubSpot, we found that headlines between 8–12 words in length got the most Twitter shares on average, while headlines with either 12 or 14 words got the most Facebook Likes.
A meta description refers to the HTML attribute that explains the contents of a given webpage. It’s the short description you see on a SERP to “preview” what the page is about.
Moz notes that Google seems to cut off most meta descriptions — sometimes called snippets — after roughly two lines of text. However, there’s some conjecture that, like title tags, it’s actually based on pixel count.
In any case, it amounts to about 160 characters, though this particular outlet recommends keeping it at 155.
Status updates: 63,206-character maximum | Ideal length is 40 characters
Video: 120-minute maximum | Ideal length is two minutes
Facebook Character Limit
Facebook offers a generous character limit of 63,206. However, you should aim to keep your posts to a sentence or two for better engagement.
Facebook’s character limit on status updates is 63,206. However, that’s far from ideal, says former HubSpot Social Media Marketing Manager Chelsea Hunersen.
“The social gurus will throw around the number 40 characters,” she says. “That data seems to be backed up by BuzzSumo’s ranking of HubSpot’s own Facebook Page.“
But why 40, specifically?
“Ideally,” Hunersen says, “you’ll want to use the copy in a status update to provide context for whatever you’re linking to.”
That said, she notes, the copy of the status update itself isn’t as important as the copy in the meta title or meta description that gets pulled in when you insert a link into your post. That’s right — social media posts have their own meta data too.
“Often, people look at the image of the article and then directly down at the meta title and meta description for context clues,” she explains. “A lot of people don’t realize you can change those.”
Even on Facebook, it’s still best to keep your meta title to fewer than 60 characters, and to 155 for meta descriptions.
There are some resources available to those familiar with coding that let you play around with social media metadata character counts, like these templates. But unless you’re a developer, we recommend keeping it short and sweet.
While Facebook allows a maximum of 240 minutes for most videos (excluding Stories and Reels), we wouldn’t advise posting anything that long, unless you’re doing a special, social-media-only screening of a full-length film.
In recent years, Twitter doubled its tweet character count from 140 to 280.
Marketers everywhere rejoiced when Twitter finally eased up on its character count parameters, and such media as images, videos, and polls, as well as quoted tweets, ceased counting toward its 140-character limit.
Still, the “Quote Tweet” feature remains available, providing even greater character-saving measures. That happens when you press the rotating arrow icon to retweet a post, and then add a comment in the text box provided. You’ve still got 280 characters all to yourself to comment.
The same goes for hashtags. Twitter recommends keeping your hashtags short, easy to remember, and easy to spell. The platform also suggests sticking to only one or two hashtags at the most.
You can post a video on Twitter by importing a video or recording it using the Twitter app. In any case, the maximum video length is two minutes and 20 seconds if you’re not subscribed to Twitter Blue.
Twitter Blue subscribers can upload videos of up to 60 minutes when posting from the website, and subscribers on the app can post videos of up to 10 minutes.
Here’s a handy list of some of LinkedIn’s most important profile character maximums:
Professional headline: 120
Position title: 100
Position description: 2,000 (200 character minimum)
LinkedIn Post Character Limit
LinkedIn statuses on company pages can be up to 700 characters while individuals can post updates up to 1,300 characters long.
Foote also notes that, “if you select to also post on Twitter from LinkedIn, only the first 140 characters will show on your Twitter post.”
Instagram captions allow the use of 2,200 characters, however there are limits when hashtags are involved.
Since Instagram is, first and foremost, a platform for sharing photos and videos, the primary focus is typically your visual content. However, it’s always helpful to provide some context, and let users know what they’re looking at.
Given that, here are some helpful character counts for the text you include with your visual content:
While Instagram doesn’t seem to specify a maximum total number of caption characters, it does note that, within users’ feeds, the caption is cut off after the first three lines. For that reason, it’s advised to limit captions to 125 characters.
However, don’t leave out important information just for the sake of keeping your entire caption visible. Instead, frontload it with crucial details and calls-to-action, leaving any hashtags, @mentions, or extraneous information for the end.
As for Instagram Stories, there doesn’t seem to be a ton of detail on character limits there, either. However, because the text overlays the visual content — which is the focus — don’t obscure too much of the photo or video with a caption.
Instagram Bio Limit
Instagram’s bio limit is 160 characters
Here’s a quick example of a short Instagram bio from my colleague.
Instagram User Name Limit
An Instagram user name can be up to 30 characters.
Character limit: 80 per post
Speaking of not obscuring visual content — that brings us to Snapchat.
Instagram Stories was, many believe, an effort to emulate the features of Snapchat, to create an opportunity for users to share quickly-disappearing photos and videos.
And again, because the focus here is on the visual, you’ll want to prevent distracting viewers from it with too much text.
According to Teen Vogue, Snapchat’s character limit is 80 per post, which is more than double its previous 31-character limit.
And, if you’re looking for more guidance, just look to this particular app’s name, and remember the “snap” element of it — a word that implies brevity — and try not to ramble. Here’s a great example of how SXSW uses its captions efficiently:
Here we have yet another network that’s focused on visual content, leading some to incorrectly assume that accompanying text — like titles and descriptions — don’t matter as much.
That’s not entirely false — as a video-hosting platform, YouTube should primarily be used to showcase a brand’s quality videos. However, like any other visual content, it needs context. People need to know what they’re watching, who it’s from, and why it matters.
Unfortunately, YouTube doesn’t appear to provide any specific parameters over its character counts — except for your channel description, which according to the official help site is limited to 1,000 characters.
But other than that, it seems that the only guideline available is the alert display that lets you know, “Your [title or description] is too long,” if you’ve entered too much text in either of those fields.
In this case, we would advise taking the same approach as adding text to support your visuals on Instagram and Snapchat.
Like the former, a video’s description is cut off after the first line or two, so frontload the most important descriptors and CTAs, leaving extra details for the end.
Show Your Character
As you set out to determine the length of your text, regardless of the platform, remember to do so with the user in mind.
Many of these channel-mandated character limits are established for that reason — to keep audiences from getting bored or overwhelmed.
Like anything else in marketing, however, it’s never an exact science, despite the best data. We encourage you to follow these guidelines, but don’t be afraid to experiment if they don’t always work.
Test different amounts of text within your various channels, and keep track of how each post performs.
From there, you can make decisions about which types of content, as well as its accompanying titles and descriptions, are the most well-received from your audience.
Editor’s Note: This post was originally published in January 2016 and was updated in December 2019 for accuracy and comprehensiveness.